• Cambios - Wallapop

  • Brand Creative Designer

  • CLIENT: Wallapop
    TECHNIQUE: 360 Campaign
    YEAR: 2020
    AGENCY: Jesús Revuelta
    PRODUCTION: Blua Barcelona
    DIRECTOR: Laura Sistero (Blua)

CONTEXT
In a year of unprecedented change due to the COVID-19 pandemic, Wallapop recognised the importance of being present through all stages of its users’ lives. This moment of collective transformation inspired a campaign that conveyed a simple yet powerful message: Wallapop is here for you through every stage of life.

THE BRIEF
Our task was to create an emotionally resonant campaign that shifted Wallapop's voice from focusing on functional benefits to telling stories of second chances and new beginnings. The objective was to position Wallapop as more than just a second-hand marketplace, showing it as a conscious e-commerce platform that supports people and cares for the planet.

HOW DID WE GET THERE?
With actress Lola Rodríguez as the face of the campaign, we crafted a narrative that highlights real-life stories of transformation. Through a series of heartfelt stories, we illustrated Wallapop’s commitment to sustainability and community. The visual style and storytelling were designed to connect deeply with viewers, inviting them to see Wallapop as a platform that respects both people and the environment, helping users make meaningful, sustainable choices.

Video Campaign

Case Study

Lola Rodríguez, actress from La Veneno and trans activist, listed items on Wallapop that have helped her become who she is, aiming to inspire others.

On February 11, Lola personally handed one of her items to Lara, a young woman going through the same change Lola had experienced.

In addition to this story, we portrayed the life changes experienced by Pau, Manu, and Paz,
Wallapop users.

Key Results

  • Real inspiration: The documentary inspired Lara, a 14-year-old girl who bought a book from Lola, to begin her transition.

  • Unprecedented interest: Daily searches for “Wallapop” on Google hit a historic high (+117% compared to the same period the previous year).

  • Positive sentiment: Despite addressing a sensitive issue, 92% of reactions were positive.

  • Enhanced brand perception: After years of decline, quality perception saw a 3% post-campaign increase.

  • 98,793 people explored Lola’s items on Wallapop.

AWARDS

  • C de C (Club de Creativos de España), San Sebastián 2021
    CONTENIDO que conciencia. Oro. ESTRATEGIA game changer. Plata. IDEAS. Plata.

  • El Sol - Festival Iberoamericano 2021, Madrid
    INTEGRADAS. Campañas integradas lideradas por digital. Oro. MEDIOS. Mejor uso de branded content. Oro. CREATIVIDAD TRANSFORMADORA. Mención.

  • BCMA Spain, Branded Content Marketing Association, 2021, Madrid
    MEJOR BRANDED CONTENT DEL AÑO

  • IAB Spain, Inspirational Festival 2021, Madrid
    Responsabilidad Social Corporativa People, Oro. Branded Content, Plata. Campañas Digitales, Plata. Campañas Transmedia, Plata

  • El Ojo de Iberoamérica, Buenos Aires, 2021
    Contenido audiovisual, Bronce

  • Festival Iberoamericano El Sol, Madrid 2022
    TRANSFORMACIÓN DE UNA MARCA. Oro.